I’m guessing you already know some of the basics of conversion such as making a prominent offer, making it easy to convert, and so on. But to get better at converting and really get to know your audience, you have to know why a person wouldn’t convert. The obvious answer could be that they aren’t interested in what you’re selling, which you can’t really prevent. But beyond that, it’s usually the result of an innate fear or apprehension that prevents them from clicking the button. If you can understand these fears that prevent your visitors from converting, then you can easily improve your conversions.